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1、Date Filename CopyrightFast Lube Channel StrategyAccelerating Growth周期性固定拜访周期性固定拜访不同的客户性质需要两种不同的销售管理流程不同的客户性质需要两种不同的销售管理流程日常销售日常销售顾问式销售顾问式销售客户一般签有合同客户一般签有合同单一品牌或单一品牌或 defined competitive allocationsSPANCO & 大客户管理流程大客户管理流程Bike WorkshopOEM/FWSFast Lubes (US)FleetsIndustrial customers车队车队电力电力采矿业采矿业农业农业
2、金属加工业金属加工业制造业制造业超市超市US连所快速换油连所快速换油周期性固定拜访周期性固定拜访 无合同无合同, 每日都需要争取每日都需要争取市场分额市场分额/货架面积货架面积高度协销高度协销 & 消费者为品牌消费者为品牌导向导向汽配店汽配店Manufacturing快速换油中心快速换油中心独立修理厂独立修理厂卡车换油点卡车换油点4S摩修店3S/4SSLDP Overview May 20053周期性固定拜访和周期性固定拜访和 SPANCOPConsumer Singleton FWSIWSFast Fit (independent)Fast Lubes (WONA)Automotive Re
3、tailersShell Retail Stations周期性固定拜访FWS (contracted)IWS (contracted)Fast FitFast Lubes (US)General RetailersAutomotive Retailers商务运输业 FWSIWSFast FitFast LubesGeneral RetailersAutomotive RetailersRetail Service StationSectorsFleetCRTAgricultureConstructionChannelsFWSFast LubesGeneral RetailersAutomoti
4、ve RetailersRetail Service Station工业 Mining Power Food Oil & Gas Automotive Components Paper and PulpSPANCOP“周期性固定拜访 和SPANCO 是针对不同渠道/行业的销售流程.SLDP Overview May 20054为什么要执行周期性固定拜访为什么要执行周期性固定拜访?在多品牌渠道中提高产品的出现率 满足客户协销的需求获得最好的货架空间和质量帮助客户,经销商和壳牌销售成长检查经销商销售代表的销售技能建设壳牌品牌周期性固定拜访是针对另散客户的销售拜访过程周期性固定拜访是针对另散客户的销
5、售拜访过程基于大量另散的客户基于大量另散的客户提高销售效率的独一无二方法就是坚定提高销售效率的独一无二方法就是坚定不移周而复始的执行周期性固定拜访不移周而复始的执行周期性固定拜访每日销售流程就是不断重复认真地执行每日销售流程就是不断重复认真地执行,应象军事化操练一样进行应象军事化操练一样进行.周期性固定拜访周期性固定拜访市场调查市场调查t销售路线设计销售路线设计每日销售活动每日销售活动监督检查监督检查每日销售会议每日销售会议 / 辅导辅导拜访流程拜访流程: 周期性固定拜访报表周期性固定拜访报表t Plan -o-gram opportunity 协销售协销售检查促销检查促销,协销协销竞争对手竞
6、争对手 达成协议达成协议&库存管理库存管理r.所有拜访重复同样步骤拜访下个客户拜访下个客户t 库存检查库存检查 设定每日销售目标设定每日销售目标 Sales GeneratorSLDP Overview May 2005The Shell DrillThe Shell DrillConduct CensusSales Route EngineeringDaily Sales Activity MonitoringDaily Sales meeting/Coaching Complete Sales VisitRepeat for all scheduled Daily Follow-up市场调
7、查找出所有的潜在客户市场调查找出所有的潜在客户Example:Bogota city “cells”数据包括: 生意规模 渠道种类 (i.e. IWS) 现有供应商& 目前使用品牌SLDP Overview May 20057The Shell DrillThe Shell DrillConduct CensusSales Route EngineeringDaily Sales Activity MonitoringDaily Sales meeting/Coaching Complete Sales VisitRepeat for all scheduled Daily Follow-up
8、每个销售拜访都应做到核心的协销工作每个销售拜访都应做到核心的协销工作,以争取最大机会完成以争取最大机会完成当天拜访目标当天拜访目标.1.产品产品 / 价格价格 / 陈列位置陈列位置/ 促销促销 / 品牌知名度品牌知名度 / 新产品分销新产品分销Plan-o-gram implementation协销协销/店招店招 机会机会促销机会促销机会在每日跟踪记录表中应将总结当天的拜访结果在每日跟踪记录表中应将总结当天的拜访结果Customer TrafficUltraPlusSuperSuperHigh KmStandardMerchandising (Bunting)Sales PromotionPl
9、an-o-gram implementation周六周六周五周五周四周四周三周三周二周二周一周一The Shell DrillThe Shell DrillConduct CensusSales Route EngineeringDaily Sales Activity MonitoringDaily Sales meeting/Coaching Complete Sales VisitRepeat for all scheduled Daily Follow-up 区域销售拜访路线区域销售拜访路线,应当客户的地理位置和用油潜力来制定应当客户的地理位置和用油潜力来制定.区域覆盖计划应反应出区域
10、覆盖计划应反应出“现有和潜在客户现有和潜在客户”的情况的情况,以及销量潜力以及销量潜力(客户分类客户分类)为保证合适的拜访频率为保证合适的拜访频率, 拜访路线应根据拜访路线应根据MI系统的跟踪记录来定期重新评估线路的合理有效性系统的跟踪记录来定期重新评估线路的合理有效性.壳牌和经销商共同制定区域覆盖计划应壳牌和经销商共同制定区域覆盖计划应SLDP Overview May 20059周期性固定拜访使用工具周期性固定拜访使用工具The Shell DrillThe Shell DrillConduct CensusSales Route EngineeringDaily Sales Activi
11、ty MonitoringDaily Sales meeting/Coaching Complete Sales VisitRepeat for all scheduled Daily Follow-upStore:1-Checkhowconsumersseeourproducts(product)YESNOTheShellLubricantsproductsarecleanTheShellLubricantsproductsdonotleakLubebay:nocontaminant(water)canenterShellLubricantsbulksShellLubricantsprodu
12、ctsarenotusedascontainersortrashcansShellLubricantspackaginghavenovisualproblems(labels,bottles)2-Checkifconsumerscaneasilypurchaseourproducts(position)YESNOShellLubricantsproductsareseenfromtheentranceShellLubricantsproductscanbeseenfromthecashdesk(AutomotiveRetailers)ConsumerscanaccesstheShellLubr
13、icantsproducts(GeneralRetailers)CounteremployeescaneasilyaccesstheShellLubricantsproducts(nationalretailers)ShellLubricantsproductsfitontheshelves3-CheckthatyourproductshaverelevantpricingYESNOShellLubricantsproductshaveaclearpriceShellLubricantsproductshavenopricestickeronthepecten/labelShellLubric
14、antsproductshavecoherentpriceamongtiersandpacksShellLubricantsproductshavepricesclosetotherecommendedprice4-CheckhowPointOfPurchase(POP)elementssupportyourproductsYESNOOurPOPsaremorevisiblethancompetitorsOurPOPsareupdatedandcarrythenewpositioningNocompetitivePOPisclosetoourproductsOurPOPsareclean5-O
15、urproductsaredisplayedfollowingthePerformancepackagetoolYESNOConsumerscanfindourproductsquicklyOurproductsareontheshelf/donotsufferstockouts6-CounteremployeesaremyambassadorinthestoreYESNOCounterpeopleknowtheShellLubricantsbrandsandarehappytosellthemCounterpeoplecananswerconsumersquestionsonourprodu
16、ctsIfcounterpeoplehaveShellLubricantsclothing,thosearecleanandwellmaintained*ThestorechecklistshouldbeusedatstorelevelandfilledeachtimeasalespersonvisitsastoreSHELLDRILLSTORECHECKLIST*Date:Shell Lubricants Distributor ProgramDrill Store ChecklistStore:1-Checkhowconsumersseeourproducts(product)YESNOT
17、heShellLubricantsproductsarecleanTheShellLubricantsproductsdonotleakLubebay:nocontaminant(water)canenterShellLubricantsbulksShellLubricantsproductsarenotusedascontainersortrashcansShellLubricantspackaginghavenovisualproblems(labels,bottles)2-Checkifconsumerscaneasilypurchaseourproducts(position)YESN
18、OShellLubricantsproductsareseenfromtheentranceShellLubricantsproductscanbeseenfromthecashdesk(AutomotiveRetailers)ConsumerscanaccesstheShellLubricantsproducts(GeneralRetailers)CounteremployeescaneasilyaccesstheShellLubricantsproducts(nationalretailers)ShellLubricantsproductsfitontheshelves3-Checktha
19、tyourproductshaverelevantpricingYESNOShellLubricantsproductshaveaclearpriceShellLubricantsproductshavenopricestickeronthepecten/labelShellLubricantsproductshavecoherentpriceamongtiersandpacksShellLubricantsproductshavepricesclosetotherecommendedprice4-CheckhowPointOfPurchase(POP)elementssupportyourp
20、roductsYESNOOurPOPsaremorevisiblethancompetitorsOurPOPsareupdatedandcarrythenewpositioningNocompetitivePOPisclosetoourproductsOurPOPsareclean5-OurproductsaredisplayedfollowingthePerformancepackagetoolYESNOConsumerscanfindourproductsquicklyOurproductsareontheshelf/donotsufferstockouts6-Counteremploye
21、esaremyambassadorinthestoreYESNOCounterpeopleknowtheShellLubricantsbrandsandarehappytosellthemCounterpeoplecananswerconsumersquestionsonourproductsIfcounterpeoplehaveShellLubricantsclothing,thosearecleanandwellmaintained*Thestorechecklistshouldbeusedatstorelevelandfilledeachtimeasalespersonvisitsast
22、oreSHELLDRILLSTORECHECKLIST*Date:Shell Lubricants Distributor ProgramDrill Store ChecklistTHESHELLDRILL-SALEROUTECALLSHEETSalesman:Distributor NameRoutedateSupervisor ApprovalRouteNumberSALESOBJECTIVES SALES REMITTANCERTO Stock level (All Brands) PotentialAvailability;1-ShellProductinthestore2-Shelf
23、space3-ProductMixRecdPayment# Account#NameContactNameAddressTelephone(liters)Target(liters)Amount$Collections OR/PR#1ASACPARTS&ACCALLANCAPENDITJPRIZALST.2107PEOPLEPARTSSUPPLYJOJOUYJPRIZALST.3321JMBAUTOSUPPLYLOURDESBATALLAMARCOSHI-WAY437REYSAUTOSUPPLYRICHARDBARIOSN.ROXASST.538A.M.PACLEBINT.CORP.,INCC
24、HRISTOPHERAPACLEBBAYANBAYANANAVE642LUKBANSAUTOSUPPLY PAULOT.LUKBANBAYANBAYANANAVE729-ANORTHBAYAUTOSUPPLYDANNYBALITEBAYANBAYANANAVE866RBSTOREBABYLOPEZBAYANBAYANANAVE9#CustomerActual Sale InvoicedVOLUME(LitersandDollars)Drill Call SheetTHESHELLDRILL-SALEROUTECALLSHEETSalesman:Distributor NameRoutedate
25、Supervisor ApprovalRouteNumberSALESOBJECTIVES SALES REMITTANCERTO Stock level (All Brands) PotentialAvailability;1-ShellProductinthestore2-Shelfspace3-ProductMixRecdPayment# Account#NameContactNameAddressTelephone(liters)Target(liters)Amount$Collections OR/PR#1ASACPARTS&ACCALLANCAPENDITJPRIZALST.210
26、7PEOPLEPARTSSUPPLYJOJOUYJPRIZALST.3321JMBAUTOSUPPLYLOURDESBATALLAMARCOSHI-WAY437REYSAUTOSUPPLYRICHARDBARIOSN.ROXASST.538A.M.PACLEBINT.CORP.,INCCHRISTOPHERAPACLEBBAYANBAYANANAVE642LUKBANSAUTOSUPPLY PAULOT.LUKBANBAYANBAYANANAVE729-ANORTHBAYAUTOSUPPLYDANNYBALITEBAYANBAYANANAVE866RBSTOREBABYLOPEZBAYANBA
27、YANANAVE9#CustomerActual Sale InvoicedVOLUME(LitersandDollars)Drill Call SheetPositiveSellingandOverallAttitudeDidyoukickoffthemeetingwithastronggreetingtoeachsalesrepandaremindertohavefuntoday?DidyouremindeachsalesrephowgreatitistosellShelllubricants(Helix/Rimula)?Didyouremindsalesrepsthatcustomers
28、buymorefromsalesrepstheylikeandwholovetheirproducts?Didyoucoachthosenotshowingtherightpositiveattitude?Didyouconsolidatethedifferentadministrativeinformationfrompreviousdays?YESNOSalesRoutefromeachsalesrepKeyPerformanceIndicatorsfromeachsalesrepandoverallteamPromotionalmaterialandShellCorporateInfor
29、mationDidyouinitiatethemeetingbyshowingsalesresultssofar(Individuallyandcollectively)?YES NOPenetrationCoverageVolume(TargetandActual)EffectivenessDidyouchallengeindividualsalesrouteforthedaybypickingthreeorfourcustomersandunderstandingtheirhistory?YESNOCustomerreactiontothecurrentpromotionLastsales
30、objectiveinsalesrepvisitLastvolumesalescomparewithcustomerpotentialDidyouunderstandthehistoryofthethreeorfourcustomersthatyouarechallengingYESNOHowmanysalesvisit?Whatisthefrequency?HowmuchhasheboughtfromShellandwhatisthepotential?Haveyoutalkedaboutabrandpowerstoryorsalessuccessstorydailyduringthewee
31、k?YESNOHowdidyousalemore?Howisthebrandrecognized?SALESMANAGERMEETINGCHECKLISTSDailysalesMeeting:Date:Shell Lubricants Distributor ProgramDaily Meeting ChecklistPositiveSellingandOverallAttitudeDidyoukickoffthemeetingwithastronggreetingtoeachsalesrepandaremindertohavefuntoday?Didyouremindeachsalesrep
32、howgreatitistosellShelllubricants(Helix/Rimula)?Didyouremindsalesrepsthatcustomersbuymorefromsalesrepstheylikeandwholovetheirproducts?Didyoucoachthosenotshowingtherightpositiveattitude?Didyouconsolidatethedifferentadministrativeinformationfrompreviousdays?YESNOSalesRoutefromeachsalesrepKeyPerformanc
33、eIndicatorsfromeachsalesrepandoverallteamPromotionalmaterialandShellCorporateInformationDidyouinitiatethemeetingbyshowingsalesresultssofar(Individuallyandcollectively)?YES NOPenetrationCoverageVolume(TargetandActual)EffectivenessDidyouchallengeindividualsalesrouteforthedaybypickingthreeorfourcustome
34、rsandunderstandingtheirhistory?YESNOCustomerreactiontothecurrentpromotionLastsalesobjectiveinsalesrepvisitLastvolumesalescomparewithcustomerpotentialDidyouunderstandthehistoryofthethreeorfourcustomersthatyouarechallengingYESNOHowmanysalesvisit?Whatisthefrequency?HowmuchhasheboughtfromShellandwhatist
35、hepotential?Haveyoutalkedaboutabrandpowerstoryorsalessuccessstorydailyduringtheweek?YESNOHowdidyousalemore?Howisthebrandrecognized?SALESMANAGERMEETINGCHECKLISTSDailysalesMeeting:Date:Shell Lubricants Distributor ProgramDidthesalesrepinitiatesalesvisitwithapositivegreetingtocustomerstaff?YES NOMechan
36、icsCounterstaffOwnerDidthesalesrepfollowupthestorechecklists?YES NOCheckhowconsumersseeourproducts(product)Checkifconsumerscaneasilypurchaseourproducts(position)CheckyourproductshavearelevantpricingCheckhowPointOfPurchase(POP)elementssupportyourproductsCheckcounteremployeesasourambassadorinthestore:
37、Summarizekeyfindingaboutstorecheck,completesalescallsheetandorganizesalesspeechDidthesalesreporganizethesalesoffering?YES NOIsthecurrentsalesofferalignedwithoverallbrandposition?Isthecurrentpackageofferalignedwithoverallproductposition?Suggestrightproduct/packagesaleDidthesalesrepacknowledge/listenc
38、ustomerreaction?YES NOProductOfferingValueofferingDidthesalesrepManageobjectionsappropriatelyandclosethedeal?YES NOPriceObjectionsProductObjectionsBrandObjectionsClosingprocess-askfortheorder?TakeordersDidthesalesrepmaintainapositive/enjoyableattitudethroughoutthesalescall?YES NOGoodrapport?Usinggoo
39、drelationshiptobetterunderstandcustomerneeds?RemainprofessionalatalltimesinrepresentingShellandourbrands?RemindersforallsalescoachesYou are there to coach and build sales closing capability - try to observe and not talk - coach afterwardYou are not there to close each sale - this will undermine the
40、sales reps credibility with customerAsk rep open questions after calls to get them to diagnose themselves over time - How do you think that call went - what would you do differently - do the same - what are that customerss main needs?Use Shell Sales Coaching CD to improve your coaching styleSALESMAN
41、AGERCOACHINGCHECKLISTSDailysalescallDate:Shell Lubricants Distributor ProgramSales Coaching ChecklistDidthesalesrepinitiatesalesvisitwithapositivegreetingtocustomerstaff?YES NOMechanicsCounterstaffOwnerDidthesalesrepfollowupthestorechecklists?YES NOCheckhowconsumersseeourproducts(product)Checkifcons
42、umerscaneasilypurchaseourproducts(position)CheckyourproductshavearelevantpricingCheckhowPointOfPurchase(POP)elementssupportyourproductsCheckcounteremployeesasourambassadorinthestore:Summarizekeyfindingaboutstorecheck,completesalescallsheetandorganizesalesspeechDidthesalesreporganizethesalesoffering?
43、YES NOIsthecurrentsalesofferalignedwithoverallbrandposition?Isthecurrentpackageofferalignedwithoverallproductposition?Suggestrightproduct/packagesaleDidthesalesrepacknowledge/listencustomerreaction?YES NOProductOfferingValueofferingDidthesalesrepManageobjectionsappropriatelyandclosethedeal?YES NOPri
44、ceObjectionsProductObjectionsBrandObjectionsClosingprocess-askfortheorder?TakeordersDidthesalesrepmaintainapositive/enjoyableattitudethroughoutthesalescall?YES NOGoodrapport?Usinggoodrelationshiptobetterunderstandcustomerneeds?RemainprofessionalatalltimesinrepresentingShellandourbrands?Remindersfora
45、llsalescoachesYou are there to coach and build sales closing capability - try to observe and not talk - coach afterwardYou are not there to close each sale - this will undermine the sales reps credibility with customerAsk rep open questions after calls to get them to diagnose themselves over time -
46、How do you think that call went - what would you do differently - do the same - what are that customerss main needs?Use Shell Sales Coaching CD to improve your coaching styleSALESMANAGERCOACHINGCHECKLISTSDailysalescallDate:Shell Lubricants Distributor Program销售辅导检查表销售辅导检查表销售管理监督检查Fill in info in Yel
47、low CellsBlue Cells are computed automatically1234567891011121314151617181920212223TotalCalls Planned161616161616161616161616192Calls Made151613161215161614151115174Sales Made35422864171346Coverage94% 100%81% 100%75% 94% 100%100%88% 94% 69% 94%# # # # # # # # # # #91%Effectiveness20% 31% 31% 13% 17%
48、 53% 38% 25% 7% 47% 9%20%# # # # # # # # # # #26%Penetration18%Portfolio Mix3.22.123.41.521.83.33.11.92.34.12.22.5Calls Planned16161616161616161616161616208Calls Made777777777777791Sales Made354228641713248Coverage44% 44% 44% 44% 44% 44% 44% 44% 44% 44% 44% 44% 44%# # # # # # # # # #44%Effectiveness
49、43% 71% 57% 29% 29% 114%86% 57% 14% 100%14% 43% 29%# # # # # # # # # #53%Penetration16%Portfolio Mix2.12.12.12.12.12.12.12.12.12.12.12.12.12.1Calls Planned5555555555555Calls Made3333333333333Sales Made3542286417143Coverage60% 60% 60% 60% 60% 60% 60% 60% 60% 60% 60%# # # # # # # # # # # #60%Effective
50、ness100%167%133%67% 67% 267%200%133%33% 233%33%# # # # # # # # # # # # 130%Penetration16%Portfolio Mix3.83.83.83.83.83.83.83.83.83.83.83.8Calls Planned161616161616161616144Calls Made151613161215161614133Sales Made35422864135Coverage94% 100%81% 100%75% 94% 100%100%88%# # # # # # # # # # # # # #92%Eff
51、ectiveness20% 31% 31% 13% 17% 53% 38% 25% 7% # # # # # # # # # # # # # #26%Penetration8%Portfolio Mix3.22.123.41.521.83.33.12.5Calls Planned16161616161616161616161616208Calls Made15161316121516161415111514188Sales Made354228641713248Coverage94% 100%81% 100%75% 94% 100%100%88% 94% 69% 94% 88%# # # #
52、# # # # # #90%Effectiveness20% 31% 31% 13% 17% 53% 38% 25% 7% 47% 9%20% 14%# # # # # # # # # #26%Penetration48%Portfolio Mix11111111111111.0Total Customers in the Area250300270450100n/an/aWorking Dayn/aNameJay StewartJames AhmedBong MangalitName 4Name 5Name 4Name 5Jay StewartMAYJames AhmedBong Manga
53、litn/an/aDrill KPI MonitoringMay Sales Drill Results2.52.13.82.51.00%20%40%60%80%100%120%140%Jay StewartJames AhmedBong MangalitName 4Name 50.00.51.01.52.02.53.03.54.0CoverageEffectivenessPenetrationPortfolio MixSalesman and Distributor Monitoring每日例会检查表SLDP Overview May 200510每日例会检查表每日例会检查表 帮助销售经理召
54、开每日销售例会的实用工具 会议目的在于关注销售人员,创造跨团队的学习和保持公司的文化 如果带领多个销售团代队,销售经理应轮流参加不同团队的会议 销售经理应每天和一个销售人员进行联合拜访,当天至少拜访该销售人员1/2的销售路线. 如果不能召开面对面现场会议,可选择虚拟会议的形式.Daily Meeting ChecklistThe Shell DrillThe Shell DrillConduct CensusSales Route EngineeringDaily Sales Activity MonitoringDaily Sales meeting/Coaching Complete Sa
55、les VisitRepeat for all scheduled Daily Follow-upSLDP Overview May 200511每日例会每日例会/每周例会会议检查表每周例会会议检查表 帮助销售经理召开每日销售例会的实用工具，总结昨天检查结果，强调今天帮助销售经理召开每日销售例会的实用工具，总结昨天检查结果，强调今天KPI，鼓舞士气，整装待发。鼓舞士气，整装待发。Passion + Focus 在运行初期，要求必须召开每天早会和每周例会。如果带领多个销售团代队在运行初期，要求必须召开每天早会和每周例会。如果带领多个销售团代队,销售经理应轮流参加不同团队的会议销售经理应轮流参加不
56、同团队的会议 销售经理应每天和一个销售人员进行联合拜访销售经理应每天和一个销售人员进行联合拜访,当天至少拜访该销售人员当天至少拜访该销售人员1/2的销售路线的销售路线. 如果不能召开面对面现场会议如果不能召开面对面现场会议,可选择虚拟会议的形式可选择虚拟会议的形式.（合理路线划分、解决实际问题、纪律）（合理路线划分、解决实际问题、纪律）SLDP Overview May 200512每日拜访记录表每日拜访记录表该表可从该表可从DPMS系统打印出来，由业务员填写系统打印出来，由业务员填写“查卖钱画写查卖钱画写”信息后交给系统录入员信息后交给系统录入员；1）库存库存”指壳牌库存箱数指壳牌库存箱数；
57、2）陈列陈列”必须填必须填0，1，2三个数字。三个数字。3）“订单订单”、“货款货款”、“5P用打用打勾的方法填写，有发生则打勾，无则空白勾的方法填写，有发生则打勾，无则空白；4）如有客户意见、促销、竞争对手信息、特殊跟进情）如有客户意见、促销、竞争对手信息、特殊跟进情况及订单明细等填写在况及订单明细等填写在“备注备注”栏栏；对于没有安装对于没有安装DPMS系统的经销商，需要打印出来给业务员系统的经销商，需要打印出来给业务员填写填写SLDP Overview May 200513路线客户资料表路线客户资料表该表所有信息均可从该表所有信息均可从DPMS系统打印生成系统打印生成；对于没有安装对于没
58、有安装DPMS系统的经销商，需要直接在系统的经销商，需要直接在EXCEL表格中输入后打印出来表格中输入后打印出来；该表的作用是固定路线的客户信息，它记录了每一条路线的客户拜访顺序、该表的作用是固定路线的客户信息，它记录了每一条路线的客户拜访顺序、主要客户信息。当其中的客户信息更新或增减客户时，该表格必须及时更新主要客户信息。当其中的客户信息更新或增减客户时，该表格必须及时更新SLDP Overview May 200514销售辅导检查表销售辅导检查表 帮助销售经理和壳牌ICAM进行销售人员周期性固定拜访的辅导工具. 此工具和拜访纪录表保持一致. 联合拜访后即使给到销售人员反馈. 联合拜访是至少
59、要拜访当天1/2的销售人员的拜访路线,(1-2个拜访不能获得全面的了解),特别重要的是千万不能要销售代表临时设计路线. 该工具包含一些销售辅导技能关注于经销商的培训-通过销售辅导来实现.Sales Coaching ChecklistThe Shell DrillThe Shell DrillConduct CensusSales Route EngineeringDaily Sales Activity MonitoringDaily Sales meeting/Coaching Complete Sales VisitRepeat for all scheduled Daily Follo
60、w-upSLDP Overview May 200515销售辅导检查表销售辅导检查表 帮助经销商销售经理和壳牌帮助经销商销售经理和壳牌ICAM进行进行销售人员周期性固定拜访的辅导工具销售人员周期性固定拜访的辅导工具. 同同时，更贴近了解市场和业务人员的实际时，更贴近了解市场和业务人员的实际情况，及时反应和问题解决。情况，及时反应和问题解决。Refer to Shell coaching culture, skill and process. 此工具和拜访纪录表保持一致此工具和拜访纪录表保持一致. 联合拜访后即使给到销售人员反馈联合拜访后即使给到销售人员反馈. 联合拜访是至少要拜访当天联合拜访是
61、至少要拜访当天1/2的销售的销售人员的拜访路线人员的拜访路线,(1-2个拜访不能获得全个拜访不能获得全面的了解面的了解),特别重要的是千万不能要销特别重要的是千万不能要销售代表临时设计路线售代表临时设计路线.关注于经销商的培训关注于经销商的培训-通过销售辅导来实通过销售辅导来实现现.SLDP Overview May 200516拜访记录表拜访记录表Drill Call Sheet 每日销售拜访报表 每日销售路线中下单客户名单 客户目标制定 跟踪: 销售 信息收集 库存检查表的使用 销售促进的使用 竞争对手促销/货架空间 问题解决/下步计划 Feeds into census update a
62、nd overall Drill management processesThe Shell DrillThe Shell DrillConduct CensusSales Route EngineeringDaily Sales Activity MonitoringDaily Sales meeting/Coaching Complete Sales VisitRepeat for all scheduled Daily Follow-upSLDP Overview May 200517库存检查表库存检查表 销售人员每日使用标准的表格 和销售拜访记录表联合使用 优化协销活动的一种方法 在销
63、售辅导流程中要回顾 保证品牌的专注和一致 帮助客户业务增长Drill Store ChecklistThe Shell DrillThe Shell DrillConduct CensusSales Route EngineeringDaily Sales Activity MonitoringDaily Sales meeting/Coaching Complete Sales VisitRepeat for all scheduled Daily Follow-upSLDP Overview May 200518销售促进销售促进 销售代表提高产品出现率的工具 Begin with stor
64、es current offer 强调在市场和渠道上总的消费者的期望(品牌市场分额或 品牌偏好分额) 如果没有充分的陈列可能丢失销售机会 通过产品货架陈列,可以帮助业务员提高业绩 但.我们也开展强劲的品牌促销活动来拉动消费者Sales GeneratorThe Shell DrillThe Shell DrillConduct CensusSales Route EngineeringDaily Sales Activity MonitoringDaily Sales meeting/Coaching Complete Sales VisitRepeat for all scheduled D
65、aily Follow-upSLDP Overview May 200519监督检查表监督检查表 便于经销商监督每日销售进展/ 在每日晨会上来指导销售人员 帮助经销商完成双周和月报告 便于经销商经理开展联合销售拜访The Shell DrillThe Shell DrillConduct CensusSales Route EngineeringDaily Sales Activity MonitoringDaily Sales meeting/Coaching Complete Sales VisitRepeat for all scheduled Daily Follow-upSLDP O
66、verview May 200520Drill KPI执行跟踪表执行跟踪表Fail to review,Fail to plan.May Sales Drill Results2.13.82.51.00%120%140%BongMName 4Name 50.00.51.01.52.02.53.03.54.0May Sales Drill Results3.82.51.020%40%60%80%100%120%140%BonName 4Name 50.00.51.01.52.02.53.03.54.0该表显示每个业务员每天的路线该表显示每个业务员每天的路线拜访完成情况及每月的汇总情况，拜访完成情
67、况及每月的汇总情况，是主管早会是主管早会/周会回顾业绩表现的周会回顾业绩表现的重要数据来源重要数据来源计划拜访客户数量计划拜访客户数量=业务员当天的业务员当天的“路线拜访日报表路线拜访日报表”上的客户数上的客户数量量实际拜访客户数量实际拜访客户数量=当天实际拜访当天实际拜访的客户数量的客户数量现场订单客户数量现场订单客户数量=现场下订单的现场下订单的客户数量客户数量壳牌陈列客户数量壳牌陈列客户数量=“陈列陈列”处填处填写写“1”或或“2”的客户数量的客户数量该表可以从该表可以从DPMS系统生成，没系统生成，没有安装有安装DPMS的经销商需要手工的经销商需要手工填写，建议由填写，建议由CSC或主
68、管完成或主管完成SLDP Overview May 200521月报表月报表 便于经销商比较每个销售人员的业绩 经销商与经销商之间的业绩对比 发现并分享好的经验 找出更有价值的流程,使壳牌和经销商能行之有效地开发市场The Shell DrillThe Shell DrillConduct CensusSales Route EngineeringDaily Sales Activity MonitoringDaily Sales meeting/Coaching Complete Sales VisitRepeat for all scheduled Daily Follow-upSLDP
69、Overview May 200522Drill Sales Toolkit Drill Sales Toolkit 每日装备清单每日装备清单SLDP Overview May 200523SLDP Overview May 200524苏州、广州苏州、广州 - - Shell drillShell drill的好处的好处提高客户覆盖率促进品牌建设和推广有利于加强销售管理提高销售人员效率提高销售人员效力新客户、销量 . . . . . .SLDP Overview May 200525周六周六周五周五周四周四周三周三周二周二周一周一5P品牌促销活动品牌促销活动产品陈列产品陈列Census/MI
70、S 数据分析和核查数据分析和核查区块、路线设计，区块、路线设计，DRPShell Drill 周期性固定拜访使用工具周期性固定拜访使用工具销售管理监督检查Drill KPI Monitoring每日例会每日例会/周会检查表周会检查表销售工具销售工具销售辅导销售辅导Drill KPI trackingDRP路线周路线周期拜访计划期拜访计划路线销售日报表路线销售日报表销售流程销售流程+CVP查卖钱画写查卖钱画写SLDP Overview May 200526周期性固定路线销售拜访周期性固定路线销售拜访SLDP Overview May 200527苏州：Shell drill按照每个业务人员每天平
71、均拜访15次，每周拜访5天，共覆盖客户140-160个的方式进行覆盖；（5人）Remarks: Just FYIMethodology for distributor sales force designSLDP Overview May 200528区域覆盖模式区域覆盖模式市区分为SPANCO和Shell drill的方式覆盖；郊区覆盖方式：车销，分仓，分公司，重点零售商+SPANCOP，当地home base销售人员，苏州模式，推荐使用：苏州模式，推荐使用：苏州模式，推荐使用：苏州模式，推荐使用：KA类客户：所有FWS、超过500升的IOC IWS和快修连锁，小型车队;按照SPANCOP的
72、方式进行覆盖A类客户：将在B类客户中按照客户重要性情况，以10%的数量比率抽取客户，该类客户将由区域销售经理协助覆盖；拜访频率每月三次；其中一次由区域销售经理完成（计划中）B类客户：所有剩下的其他类客户；按照每两周拜访一次的频率进行拜访D类客户：经过实地检查已经关闭、无法找到、搬迁、重复、暂时停业、没有用油的客户以及加油站，油品代理商或批发商，大卖场。此类客户网点不在Shell Drill覆盖范围内SLDP Overview May 200529销售拜访流程与销售拜访流程与CVPCVP执行简化版执行简化版1、查卖钱画写2、渠道客户常见需求与壳牌CVP（市场部制定完善中）SLDP Overvie
73、w May 200530访前准备（计划中）访前准备（计划中） 计划当日拜访客户、销量、回款、协销、促销目标。根据当日拜访计划,制定销售策略并预处理可能回遇到的反对意见,设计有针对性的问题.根据当日访问目标，确定本公司缺货品种和到货计划根据当日访问目标, 拿到到期应收帐款明细和需要的发票根据当日访问目标，准备对应的协销POS。根据当日访问目标，整理销售包，准备好对应的访问手册与销售工具SLDP Overview May 200531每日访后总结（计划中）每日访后总结（计划中）v业务代表每日需自己总结当日访问报告，就生意结果对比业务代表每日需自己总结当日访问报告，就生意结果对比目标进行简单的总结回
74、顾。访问报告交给销售主管。目标进行简单的总结回顾。访问报告交给销售主管。如果销售代表不能当日回公司(因为住处远/销售区域远/去郊县),我们则建议可将销售代表分成2拨,周一三五有一拨人回公司,周二四五另一拨人回公司.即至少2天回来一次,而且周五下午是所有人都必须回公司开周例会.对ROUTING刚开始运行的前8周,所有人都必须每天回公司. 在销售代表每次回公司的时候,则需马上把所收货款(包括支票,存款凭条,未存的现金)交给出纳核存,到会计处领取接下来拜访中需要的发票. 如销售代表当日不回公司,需把所存货款按存款明细电话报给出纳,以便出纳在 次日上午去银行核查.SLDP Overview May 2
75、00532考核与检查考核与检查1.线路抽查（线路检查30%，5P、产品陈列20%，促销执行20%，拜访流程30%），主管每月15条线路随机抽查2.主管职责（路线管理、员工辅导、问题解决、重点客户），主管检查记录表（制定中）3.薪酬制度与Shell drill ( business plan )挂钩(制定中）4.其它:及时奖励好的表现者,及时分享好的经验.SLDP Overview May 200533周期性固定线路销售拜访执行周期性固定线路销售拜访执行v在前四周在前四周, , 业务经理要对扫街的工作进行有效的实地检查和对客户进行电话拜访跟进业务经理要对扫街的工作进行有效的实地检查和对客户进行电
76、话拜访跟进, , 包括包括: : DSRDSR是否在按既定的路线和区域进行扫街是否在按既定的路线和区域进行扫街 DSRDSR在指定的路线和区域是否有大量漏访客户在指定的路线和区域是否有大量漏访客户 客户信息更新维护是否及时完整准确客户信息更新维护是否及时完整准确v另外每天要与另外每天要与DSRDSR进行当日拜访回顾进行当日拜访回顾, ,回顾的重点是在拜访的路线上又发现了哪些原来没有标注的新客回顾的重点是在拜访的路线上又发现了哪些原来没有标注的新客户户. . 这里的新客户资料的维护要分成这里的新客户资料的维护要分成2 2类类: :一类为新开发并下订单的客户一类为新开发并下订单的客户, ,这会作为
77、新的活跃客户来维护这会作为新的活跃客户来维护. .另一类是新拜访但未下订单的客户另一类是新拜访但未下订单的客户, ,这会作为新的潜在有效客户来维护这会作为新的潜在有效客户来维护. .v在后四周在后四周, , 每天回顾的重点是路线的修改和完善每天回顾的重点是路线的修改和完善, , 在这一点上在这一点上, , 要积极听取要积极听取DSRDSR的意见的意见, , 这里要注意的一点是这里要注意的一点是, , 不要介意不要介意DSRDSR有可能说的是假话有可能说的是假话, , DSRDSR可能可能出于对固定路线拜访的反感出于对固定路线拜访的反感, , 有意加大路上时间和增加拜访线路有意加大路上时间和增加
78、拜访线路. . 先按先按DSRDSR的意见来重新修改划分拜的意见来重新修改划分拜访路线访路线, , 做第一次的路线调整做第一次的路线调整 v调整线路的原则调整线路的原则每人每天拜访的客户家数应至少在每人每天拜访的客户家数应至少在 10 10家以上家以上 ，每个每个DSRDSR应覆盖的总客户家数应在应覆盖的总客户家数应在120 120 家以上家以上, , 从客户的角度来看从客户的角度来看, , 我们的我们的DSRDSR每月应有两次的拜访每月应有两次的拜访. .每隔每隔3 3个月要作一次全面的回顾和完善个月要作一次全面的回顾和完善. .因为活跃客户和潜在客户一直都是在动态的变化的因为活跃客户和潜在客户一直都是在动态的变化的. .DSRDSR也对拜也对拜访路线变得更熟悉和清楚访路线变得更熟悉和清楚. .所以在今后的工作中所以在今后的工作中, , 每年至少要做每年至少要做4 4次的回顾与调整次的回顾与调整, , SLDP Overview May 200534经验分享：经验分享：1， 东莞，东莞，by Major Liu2， 深圳，深圳，by Kevin Zhao周期性固定线路拜访客户成功要素周期性固定线路拜访客户成功要素执行，执行还是执行执行，执行还是执行坚持，坚持还是坚持坚持，坚持还是坚持纪律，纪律还是纪律纪律，纪律还是纪律
